BEVERLEY RACECOURSE CORPORATE SOCIAL RESPONSIBILITY ENCOURAGING RESPONSIBLE DRINKING & APPROPRIATE BEHAVIOUR ON THE JOURNAL LADIES’ DAY @RCAShowcase Objectives • We wanted to address the issue of responsible drinking and appropriate behaviour on The Journal Ladies’ Day in 2013, in response to the drinking culture and poor conduct that has become more common in recent years. Visitors to the event input significantly to the local economy, but the behaviour of some has been causing problems to the local community. It was time to do what we could to tackle this, without becoming overly censorious. • The findings from a focus group we held revealed that for a staggering 70%, a trip to The Journal Ladies’ Day was defined by the opportunity to drink glamorous drinks such as champagne and Pimms to intoxication. Drinking soft drinks or water was perceived as ‘weak’ and unglamorous. • Our research also showed that people often felt under obligation to behave according to their surroundings, so when in a sophisticated and genteel environment, people generally adjusted their behaviour to suit. • Making the drinking of water glamorous and on-trend, whilst redefining the vibe of The Journal Ladies’ Day on the day struck us as the perfect solution. Delivery • We approached iconic and high-end local mineral water firm Blue Keld to partner with us, who donated 2,0000 bottles of mineral water to give away. We set up displays and welcome teams in the entrances to ensure racegoers knew on arrival that there would be water available for them and that we were encouraging a responsible approach to their drinking. We also asked our on-site cocktail bars to produce and publicise an elegant virgin cocktail as an alternative to the alcoholic versions. • We deliberately recruited a vibrant and attractive young street team to hand out the bottles of water and chat to racegoers about the benefits of drinking water, to combat the perception that drinking water is ‘cheating’. We also displayed messages about the benefits of drinking water around the course and on the big screens. Bar staff were briefed to offer soft drinks alternatives and the power to refuse to serve those who were drinking to excess. • New ‘zones’ were introduced, according to our findings that nice surroundings encouraged people to behave appropriately. We developed an ‘English Country Garden’ with fountains, Greek statues and unusual topiary, and a chic Pimms Lawn with ‘It’s Beverley O’ Clock’ signs. We also introduced a no- alcohol chill-out zone, the Lavender Lawn, which was named to promote a feeling of relaxation and calm, and included a demo unit with chefs cooking local seafood and offering extensive tasters. • All advertising in the run-up emphasised how The Journal Ladies’ Day 2013 would have a different vibe to previous years, so racegoers’ expectations were managed from the start (our artwork did admittedly depict a cocktail-bearing lady but the overall picture was one of sophistication.) Results/Anticipated Results • The free bottles of water proved hugely successful, with all bottles given out within 2 hours. Bar sales of water & soft drinks was also up, proving the message of sensible drinking was getting through. Target groups of young men and women were happy to accept and drink the water, and chat to our street team about the benefits of staying well-hydrated. • There were significantly less intoxicated people observed on the day, and there was an excellent vibe; racegoers were happy, peaceful and in control. The no-alcohol zone proved popular and busy throughout the day. Most importantly we seemed to manage to strike the right balance between maintaining a pleasant atmosphere and being kill-joys. • The police praised us on the lack of alcohol-related incidents and arrests. Local press reported on the different feel of The Journal Ladies’ Day 2013 in comparison to previous years, by way of the tone of the event. Additionally we received no complaints from local people about the 10,000 racegoers leaving the course, which was our greatest indicator of success. • We are in talks with Blue Keld to repeat the exercise on a larger scale in 2014, incorporating a larger lead-up campaign. Cheltenham Racecourse Operational Excellence The Festival 2013 - Get the show on the road.. @RCAShowcase Objectives Background –Severe temperatures and snow, not often experienced in mid-March, found the Cheltenham team in a position where The Festival was under threat from the elements, with the ground frozen across the whole site. In addition, the weather made the regular operational preparations for The Festival incredibly difficult, under enormous time pressure. • Temperatures got down to -12°c wind-chill on the Monday Night. The site was like an ice- rink • Both the new course and the old course were going to be frozen, with racing cancelled, unless measures were taken • This situation is something that Cheltenham has prepared for in advance of The Festival, but never had to implement • There are 8,000 hospitality covers over the four days of The Festival Objectives- • To ensure that racing took place on the Tuesday and Wednesday of The Festival 2013 • To ensure that the local community was not impacted by the cancellation of racing – it is thought that The Festival brings in over £50m to the local economy • To safeguard the vast quantity food and beverages from freezing • Make sure that the 460 runners and 27 Champions could be crowned Cheltenham – Get the show on the road.. September 2013 Delivery • Both the old course and the new course were covered, as well as the take off and landing sections of the cross-country course. This is the first time in Cheltenham history that this had to be implemented on both courses • This took 70 staff 16 hours in freezing temperatures to cover 70 acres (around 40 football pitches) • 900 sheets, 10,000 pegs, 1,000 sandbags were used • Heating was turned on 24 hours a day with food put into warmer areas. Additional fuel brought in • The whole site was gritted, which is the equivalent of 200 miles. Ten tonnes of de-icing material also brought in • Team Motivational Event – for the first time an event was held to motivate all casual staff. Michael Caulfield was used as a motivational speaker to ensure staff were aware of the standard and expectations of their role. The Jockey Club Core Values were also reiterated and to conclude a picture of all the casual staff with the Gold Cup was taken as a momento • Groundstaff worked for seven days straight, in freezing conditions • Extra railings had to be installed, to stop loose horses running on The New course, which was still covered Cheltenham – Get the show on the road… September 2013 Results/Anticipated Results • Racing took place on both days, with a slightly delayed start, in order to give enough time to remove the frost covers • The only racing that was rescheduled was the cross-country race • 56,284 racegoers on Tuesday and 53,295 on Wednesday enjoyed the first two days of the meeting, after which temperatures warmed up and the frost covers did not have to be deployed • World wide positive PR stories in the media http://www.dailymail.co.uk/sport/racing/article-2293120/Cheltenham-Festival-live-Day- three.html • Willie Mullins after The Festival commented, “Congratulations to your ground staff in their trojan work protecting the ground from frost. Never a dull moment I imagine!” Cheltenham – Get the show on the road.. September 2013 Chester Racecourse Owners’ Experience INITIATIVE @RCAShowcase Objectives • To provide an outstanding experience for owners who visit Chester Racecourse. • To ensure owners are rewarded for their significant and continued investment in the industry and are treated as they deserve. • Our ultimate objective is for owners to choose an opportunity to run at Chester because of the exceptional owner experience. Delivery Pre-season • At the beginning of 2013 Chester’s most loyal owners were sent a branded tweed flat cap as a thank you for their support. Pre-entry • No race during the 2013 season was ran for less than £10,000, a feat not matched by any other racecourse. Entry stage • Personalised letter sent to every owner entering at Chester, including details of a dedicated racecourse representative (Jeannie Chantler). Owners invited to reserve a table in our Owners & Trainers Pavilion. Free collections arranged for owners from local airports and train stations. • Owners provided with 4 complimentary badges per horse in single ownership declared at the overnight stage and 6 complimentary badges for those owned by a partnership/syndicate. Race day • Dedicated hostesses provided to meet owners at our County Stand entrance and escort them to their table in the Owners & Trainers Pavilion. • All owners provided with a sumptuous grand buffet. • Winning owners are given a DVD and photograph of the race and a glass of champagne in the entertainment suite in addition to the normal prizes. Stable Staff • All stable staff on duty at Chester receive complimentary food and drink for the length of their entire stay, as well as a bed in the Express by Holiday Inn for those staying overnight. Chester Racecourse 02/10/13 Results/Anticipated Results Measurable statistics: • Average number of owners catered for on a race day: 200 (74% owner attendance) • Record number of entries in the 2013 season: 2349 (compared to 2231 in 2011) • Average 2013 field size: 9.7 (national average 9.5) • Chester Racecourse have held the ROA Gold Award since 2006. Feedback received from owners who have visited Chester during 2013: • ‘My husband and I felt we need to congratulate Chester Racecourse on its excellent owners and trainers facilities. We recently had the privilege of a first visit to Chester and found the facilities wonderful.